What practices are high-growth advisors following that others should adopt?
The latest Pathways to Growth: 2026 Advisor Benchmark Study from Capital Group analyzes what sets high growth advisors apart. Based on survey data from more than 1,000 advisors, it links specific behaviors to growth in assets, revenue, and client relationships.
For high-growth advisors, new clients are the single biggest driver of assets under management, accounting for 42% of asset growth in the highest growth cohort.
Below we discuss the four behaviors the study identifies that consistently separate top performers when it comes to winning new clients.
1. Develop a marketing mindset
High-growth advisors treat marketing as a core function, not a side effort. The study found high-growth advisors are 128% more likely to have a written marketing plan focused on retention and prospecting.
They use that plan to guide outreach, invest in digital channels, track metrics like lead generation and conversion, and gather client feedback. This creates consistency across outreach efforts and helps allocate time and resources toward the highest impact activities.
In practice, this means defining target audiences, clarifying messaging, and tracking which channels produce results. Advisors who approach marketing this way create a steady flow of opportunities rather than relying on sporadic referrals.
Pro tip: When you have clarity on your purpose and where you fit in the market, it becomes much easier to communicate your value to both clients and prospects. A defined brand story and strategy give people a clear sense of how you think, how you guide decisions, and the role you play in their financial lives. At Carson Wealth Franklin Lakes, our brand is built around a specific client: women and high-net-worth families navigating major life transitions who value tax-smart planning and a personal connection. That clarity shapes everything from how we write, to who we target, to how we show up online. When your brand reflects who you actually serve and why, the right prospects recognize themselves in it.
2. Spend more on marketing
Top-performing advisors put real dollars behind their growth strategy. The fastest growing advisors spend nearly five times as much on marketing as the average advisor, according to the study.
This increased investment shows up in more consistent digital presence, stronger client communication, and more deliberate outreach campaigns. High growth advisors are also more likely to prioritize digital marketing and social media to engage prospects and scale their reach. They track results using metrics like lead generation, engagement, and conversion rates, which helps refine where dollars are best spent.
This approach creates momentum. Instead of relying on one or two channels, advisors build a diversified marketing engine that compounds over time.
Pro tip: Treat marketing spend like any other investment decision. Allocate budget to channels that produce measurable results, review performance regularly, and reallocate toward what is working.
3. Turn prospects into clients
High growth advisors do not just generate more leads, they convert them more effectively. The study found they received more than twice as many referrals and were 39% more effective at turning prospects into clients.
These advisors have defined onboarding experiences, clear value propositions, and consistent follow-up systems. They also track conversion metrics, which allows them to identify where prospects drop off and improve those moments. Most importantly, they connect their services directly to outcomes. When prospects understand how planning, tax strategy, or portfolio design will improve their situation, decision-making becomes easier.
Pro tip: Audit your prospect journey from first conversation to signed client. Identify friction points, tighten your messaging, and ensure every step reinforces your value. For example, our first meeting is rooted in what we call the “Platinum Rule”: Treat people how they want to be treated, not just how you would want to be treated. We listen first, ask questions about goals and concerns, and only then determine whether we are the right fit. That approach reduces friction and builds trust before the prospect has even become a client.
4. Strategically pursue prospects
A focused approach to prospecting drives better outcomes than broad, inconsistent outreach. Top growth performers are more likely to have defined prospecting and referral strategies, rather than relying on ad hoc efforts.
They identify their ideal client, prioritize high-probability opportunities, and align their marketing and referral efforts around that profile. Digital marketing and social media play a role here as well, helping them reach and engage specific audiences at scale.
However, to do this successfully you must measure effectiveness. High growth advisors are significantly more likely to track referral program success and prospecting outcomes, which allows them to double down on what works.
Pro tip: Define your ideal client in detail, then align your referral partners, messaging, and marketing channels around that profile. Focus drives efficiency so you can consistently target the right clients for your business.
These four behaviors point to a clear pattern. High-growth advisors treat client acquisition as a system, not a series of one-off efforts. They invest in marketing, define their targets, track their results, and convert at higher rates because every step of the process is intentional.
Building that engine takes time, but the advisors who do it consistently pull further ahead each year.